11 September, 2008

Spectacular local films success during the first September weekend

There is no better adjective to describe the first September box office Spanish weekend than impeccable. The effectiveness of heavy commercial campaigns accompanying powerful new releases has made everybody wanting to go to the movies, with a strong impact on the box office. This matched up the return to normal working time for adults and last days of holidays for children and teen-agers.

The box office totalled 10M€ ($14’7M), 15% more than last week and impressively 65% more than the same week in 2007. The peculiarity of this weekend is given by the prominent presence of local productions, with two mainstream releases (Che andThe El Escorial conspiracy), sharing success with The Blind Sunflowers and One word from you, causing Spanish quote at the box office to grow up to 32%.

Che was released in 340 copies and obtained an excellent result, 1'8M€ ($2’6M), with an average of 5.375€ ($7’900), thanks to Fox promotion. The major hit the spot with a powerful campaign, based on the notoriety of the movie in papers, radio and television (both in cultural and in movies section) pushing the film in the eyes of every potential viewer, particularly adults and 17-24 years old people, attracted by the charm of the main character.

Che, el argentino could aspire to a final total of 6'5M€ ($9’5M).

Two family movies reached the second a third position: Journey to the center of the earth and Nim’s Island.

Journey was released with 296 copies obtaining 1'6M€ ($2’4M), with the best average income: 5.470€ ($7’950) for copy. Tripictures worked on a powerful, well thought and positioned promotion campaign, increasing the visibility of the movie in cities and, in particular, in the suburbia, where a large part of family public resides. The copies have been strategically positioned as well, with a strong presence in malls, a usual destination for the family public.

Journey could easily exceed 5M€ ($7'3M$).

Nim’s Island, the other family movie, had a more modest behaviour, with 275 copies and a result of 811’100€ (2.950€ average -$1’2M/$4’350). Universal worked to give the movie a strong visibility and a light tone, looking for a more familiar-femenine audience than Journey. Nim could reach 2’6-2’8M€ ($3’8-4’1M).

Forth and fifth in the box office where the newly released The El Escorial conspiracy and 3:10 to Yuma, which remained under 2.000€ for copy. The strong competition could be the cause of their low incomes, though the potential of the movies could make them hold their positions week after week.

The massive number of new movies has caused older releases to easily drop in the box office. The Blind Sunflowers, Mamma Mia!, I’d loved you so long and Step Up 2Street were the only movies falling less than 30%, while the other Top 20 have fallen more then 40%, being HellboyII and Star Wars: The Clone Wars the more affected, falling 60% and 70% respectively.

This confirms the vast presence of adults in the movies and the progressive disappearance of teen-agers, who will only sporadically go to the movies from now to November, to only reappear for the big blockbusters that will be released next Spring.